Autorregulación publicitaria, hoy y mañana

Clearcast invitó a Lucas Boudet, nuevo director general de la European Advertising Standards Alliance (EASA), quien reflexiona sobre cómo la autorregulación se modificará en un entorno europeo rápidamente cambiante.

European advertising self-regulation, now and in the future

Lucas Boudet Director General of the European Advertising Standards Alliance

Clearcast invited Lucas Boudet, the new director general of the European Advertising Standards Alliance (EASA) for his thoughts on how self-regulation will change in a rapidly changing European environment.

EASA is the body that represents the interests of self-regulation of advertising at a European level, representing the ad industry and the organisations set to enforce the advertising codes, such as Clearcast and the ASA. The advertising codes themselves have a common international basis but are established and enforced nationally.

EASA is always mindful of national differences of culture, legal and commercial practice. Its role has always been to balance national sensitivities of consumers and the necessity to have a fair and consistent system across the continent for brands to benefit from a level playing field. EASA already includes non-EU bodies in its membership and is already able to handle any issues of divergence that might be caused by Brexit.

Post Brexit, UK based companies will want to continue to operate throughout Europe and they will be subject to European regulations where they choose to do so. This highlights that whatever the political environment, there will always be a need for cross-border coordination and information sharing about self-regulation. Similarly, there will always be a need to protect freedom of commercial advertising. So we believe that in the future there will be an even stronger need for EASA to advocate for balanced regulation and room for self-regulatory development.

Another developing area is digital platforms. These have historically operated outside the traditional self-regulatory system but face increasing regulatory scrutiny and we believe that EASA’s expertise and network could prove to be very valuable as the digital industry seek to meet this challenge. In the context of developing communication platforms such as multichannel networks with vloggers and bloggers as well as questions of consumer privacy, self-regulation may provide rapid and flexible solutions much quicker than state or EU regulation. By sharing best practice, EASA helps self-regulatory organisations (SROs) across Europe to benefit from the expertise and work of those who have already tackled these issues.

EASA has a three pronged approach to the future. First, EASA will champion the profile of self-regulation at EU level by highlighting the strength and operation of national SROs. EASA plans to further strengthen its dialogue with EU institutions and parliament members in areas such as the Audiovisual Media Services and ePrivacy Directives which are both under review. Secondly, EASA will work to be closer to SROs at national level as they are the guarantors of the independence and relevance of the self-regulatory system. Finally, EASA will provide support to its members to help keep them abreast of new digital developments as well as building links with the new digital operators so they are included in the self-regulatory response. EASA is looking forward to addressing these issues hand in hand with Clearcast, which is not only one of its key members but also a leader in innovation with, for instance, live clearance solutions.

In this 25th anniversary year for EASA, we remain convinced that with the ad industry and SROs working closer together in EASA for responsible marketing communications across Europe, we will overcome today’s challenges and continue to build consumer and regulatory trust.

Fuente: Clearcast Newsletter – Marzo-abril 2017